Modelling of avoidance of food additives: a cross country study

Food additives are strictly regulated and from technological point of view are useful ingredients. However, due to negative media news seeking for sensation, and sometimes irresponsible producer behaviour, utilisation of food additives generates consumer aversion, thus shopping rejection. The present study examines the factors that influence consumers' motives and attitudes towards the avoidance of food additives. On the basis of a questionnaire survey, a theoretical model was developed and applied by path analysis in three European countries (Hungary, Romania and Spain), respectively. Results suggested that even though the avoidance of food additives (action) can be modelled identically, it can be influenced by different measures based on the country's specific features. For the grounding of the shopping decisions towards the avoidance of food additives, it is important to decrease the perceived risk, to improve consumers' knowledge, as well as to take into consideration the peculiarities of the concerned countries.